Measuring the Effect of Service Quality and Corporate Image on Student Satisfaction and Loyalty in Higher Learning Institutes of Technical and Vocational Education and Training

Abstract

The 11th Malaysia Plan has emphasized that TVET HLIs is expected to increase the number of enrolment, improve quantity and quality of graduate to meet industry demand. However, in a competitive higher learning industry, previous researches revealed that TVET HLIs are facing challenges such as service quality and corporate image that potentially effect student satisfaction and loyalty. The main objective of this research is to measure the effects of service quality and corporate image on student satisfaction and loyalty. Stimulus- OrganismResponse (SOR) model was adapted in conceptualizing the relationship between the constructs. The scope of study is focus on student from TVET HLIs which is Universiti Kuala Lumpur (UniKL). This study adapted quantitative method whereby questionnaires was used as instrument for data collection. 398 data were collected and analyzed using PLS-SEM. The measurement model indicated that the measurement items are reliable and valid. The structural model indicates that there is a significance and direct effects of service quality and corporate image on student satisfaction and student loyalty. In addition, student satisfaction also has significance and direct effects on student loyalty. In the future research, it is suggest to extend the scope to other TVET HLIs and public HLIs.